Marketing Research - Pondicherry University

PONDICHERRY UNIVERSITY

(A Central University)

DIRECTORATE OF DISTANCE EDUCATION

Marketing Research

Paper Code : MBMM 3002

MBA - MARKETING

III Semester

Author Dr. R. Venkatesa Kumar, Reader, Dept. of Management Studies, School of Management, Pondicherry University, Puducherry.

Edited by Prof. C.S.G. Krishnamacharyulu, Director, RVS Insitute of Management & Computer Application, Karaikal, Puducherry.

? All Rights Reserved For Private Circulation Only

ISBN No. 978-81-923022-5-6

TABLE OF CONTENTS

UNIT LESSON

TITLE

PAGE NO.

1.1 Marketing Research and Decision

3

1.2 Marketing Research Process

16

I

1.3 Research Design

31

1.4 Marketing Information System

46

1.5 International Market Research

52

2.1 Sampling Decision

67

II

2.2 Sampling Design and Procedure

76

2.3 Sample Size Determination

93

3.1 Measurement Process

111

3.2 Sources of Variations in Measuremen

118

III

3.3 Scaling Types

128

3.4 Attitude Measurement and Scaling Procedure

136

4.1 On Line and Secondary Data Collection

153

4.2 Primary Data

165

4.3 Field Operations

191

IV

4.4 Editing and Coding

197

4.5 Data Analysis and Hypothesis Testing

205

4.6 Hypothesis Testing Methods

214

4.7 Multivariate Data Analysis

230

4.8 Report Writing and Presentation

238

5.1 Product and Motivation Research

249

5.2 Advertising Research

267

V

5.3 Sales Control Research

283

5.4 Rural Marketing Research

290

5.5 Export Market Research

295

MBA (MARKETING) - III Semester

Paper Code : MBMM 3002

PAPER-XII

Marketing Research

Notes

Objectives

To introduce the basic concepts of research and methodology of conducting researches in marketing domain, and

To provide a foundation to pursue a professional career in Marketing Research domain.

Unit ? I

The Marketing Research System - Definition of MR - Basic and Applied Research ? The Marketing Research Process - Types of Research Steps in Marketing Research Process - Research Design - Data Sources Marketing Information System ? International Market Research.

Unit - II

Sampling Process in Marketing Research? Sampling Design and Procedure ? Sampling Methods ? Non probabilistic sampling Techniques ? Probabilitic sampling Techniques - Sample Size determination - Sampling Errors.

Unit - III

Measuremnent & Scaling in Marketing Research: Measurement concept ? Sources of variation in Measurement, Validity & reliability of Measurement - Attitude measurement ? Scaling Procedure

1

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